Here's how this would work: Amazon.com might eventually provide a wealth of product reviews and articles. People will go to Amazon to do their research, not just to shop. But as they do so, Amazon’s search engine’s wheels would keep on turning, analyzing searches and trying to suggest products the users might want to buy. If you’ve been researching how to rid your dog of fleas, the search engine might suggest the perfect flea collar.

That’s the tip of an iceberg where such functionalities are concerned. In the future, Amazon might provide a doctor searching for information about a medication with a link to one Web site, while a patient would be sent to a different site, containing the same data sans the scientific gibberish, says Vogels. Of course, the success of such searches will be predicated on Amazon’s knowing exactly who you are.

What’s interesting is, Vogels believes Amazon will get close to providing users with perfect information within five to 10 years. That’s not that far off.

I could certainly use some help sifting through the Internet debris already.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.